Advantage Marketing Program

About the Program

Category: County Administration and Management (Best in Category)

Year: 2010

Broward County is among a growing number of local governments looking to keep up with increasing program and service demands in an economic environment marked by budget shortfalls. Faced with budget reductions, County government agencies (approximately 60) needed a way to creatively seek opportunities to fund the continuation or expansion of programs and services in a way that was consistently applied throughout the organization and in a way that was endorsed by the Broward County Board of County Commissioners. The Advantage Marketing Program establishes countywide policy and guidelines for activities that would permit the leverage of County assets and properties to generate revenue, offset program costs, create new programs, and enhance and expand educational outreach, while maintaining the goodwill of patrons and protecting the County’s image, integrity, and reputation. The areas covered under the Advantage Marketing Program include paid advertising, naming rights, co-sponsorships, in-kind exchanges, and solicitations.